消费情景、感知质量对产品溢价的影响——基于自动售货机业态的实证研究

The Effect of Consumption Situation and Perceived Quality on Price Premium ——An Empirical Research on the Format of Vending Machine

中文关键词:  消费情景  感知质量  健康意识  产品溢价  自动售货机

英文关键词:consumption situation  perceived quality  health consciousness  price premium  vending machine

中文摘要:

      以自动售货机为代表的智能零售已成为一种重要的新型零售业态,推动着中国零售市场迈向智能零售变革时代。利用2019年的问卷调查数据,测量了自动售货机的消费情景、消费者感知质量和产品溢价支付意愿。在此基础上,运用Tobit模型分析发现,消费情景直接影响自动售货机的产品溢价,并通过感知质量的中介作用间接影响自动售货机的产品溢价；同时运用层次回归法分析发现,消费者健康意识水平显著负向影响产品溢价,但对感知质量的中介效应的调节作用并不明显。因而,从多方面打造自动售货机消费情景,例如优化自动售货机选址决策、增加健康产品比例、增强消费情景的社交性等,是提高消费者感知质量和自动售货机产品溢价的关键。

英文摘要:

      Intelligent retail, represented by intelligent vending machine, has become an important new-type retail format and has promoted China's retail market towards the era of intelligent retailing. Using the questionnaire data in 2019, this paper measures the consumption situation of vending machine, consumer perceived quality and willingness to pay for the price premium of a product. On that basis, with the use of Tobit model analysis, it is found that consumption situation directly affects the price premium of products sold in vending machine, and indirectly affects the price premium of products sold in vending machine through the mediating role of perceived quality. Simultaneously, hierarchical regression method is used and it is found that consumer health consciousness is significantly negative to affect the price premium of a product, but has no significant effect on the mediating effect of perceived quality. Therefore, building up consumption situation for vending machine from various aspects such as optimizing the location decision of vending machines, increasing the proportion of health-care products and creating social nature of consumption situations, etc. is the key to improving customer perceived quality and willingness to pay the price premium for products in vending machines. 